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By Jack Royston
Chief Royal Correspondent
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Meghan Markle's As Ever lifestyle website recorded fewer visits in October than in the same month last year, during the crucial run-up to Thanksgiving and Christmas.
The Duchess of Sussex sells honey, jam, candles, wine and other products through asever.com and has been looking to expand the business since its launch last year.
While no sales data has ever been published for the site, research by Newsweek using website traffic tracked by Similarweb shows fewer visits in October 2026 than in the same month in 2025.
Read More on Analysis
Website traffic does not measure sales, revenue or profit, but is roughly equivalent to footfall in a physical brick-and-mortar store.
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Why It Matters
Meghan has built a lifestyle brand supported by a podcast featuring conversations with female entrepreneurs and a Netflix series, With Love, Meghan.
The podcast and show generated attention at launch, but there is no public sales or profit data showing how As Ever is performing and whether she makes money from it. Any prolonged slowdown in the business would raise questions about the long-term viability of the brand.
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As Ever's Trajectory in 2026
As Ever recorded around 179,000 website visits in October, up from roughly 141,000 in September.
However, October's traffic remained below the roughly 268,000 visits recorded in January and the approximately 197,000 visits seen in October 2025.
Meghan launched the business in April 2025 when her initial product drop sold out in minutes, as did her second batch and an order of wine that June. It was not until the fourth product release in August 2025 that supply stabilized, making October the second full month in which products remained continuously available.
Fall is a busy period for consumer brands, with Black Friday, Thanksgiving and Christmas providing opportunities to boost sales.
However, the month-on-month increase does not necessarily indicate sustained growth.
Meghan Markle and 'Doubling Down' on Growth
It is unclear how sales or profits fluctuated during that period. As Ever has maintained that it cannot release the figures because they are commercially sensitive.
As Ever has grown compared to its earliest days, when the supply of produce did not match the demand, causing her shop to sell out entirely in minutes.
Sellouts can benefit businesses, particularly for limited-edition products. However, established brands such as Nike and Adidas typically have other products available. During Meghan's early days, the entire shop sold out, meaning months passed with no sales.
Expanding her supply chain to meet demand marked a step forward for the business in summer 2025. However, website traffic declined during parts of 2026, falling to around 127,000 visits in July. Based on publicly available website-traffic data, Newsweek has not identified evidence of sustained year-over-year growth in 2026.
Speaking before the partnership ended, Meghan described Netflix's support for her business ambitions in a podcast with Emma Grede in summer 2025, when she was asked if she would at some point have "to go out and raise capital."
"It depends on what we want the growth trajectory to look like," Meghan said, "but I think, you know, and all the contracts and logistics surrounding it have really set up what the future can look like together and being mindful of the movements of that."
Netflix had previously partnered with As Ever but ended the arrangement in March 2026.
"What's really exciting about it is, it's the evolution of the partnership that we've had with Netflix for so many years to now say we're doubling down in the growth of me as an entrepreneur and their support in that chapter," she said.
"So, it's huge. It's great. But yes, I mean, as we continue to grow, you know, you might be looking to expand certainly globally and if there's a raise that's involved in that, then I think we'll be in a really good position to do that."
Meghan Taking As Ever Global
The duchess has taken steps toward international expansion, filing trademark applications in several countries, including Britain, Canada, New Zealand, Australia, Japan, South Korea and Brazil.
Some applications have faced objections from trademark authorities, while questions raised about others have been resolved. The October data shows almost 60 percent of her visits were from American IP addresses while nearly 20 percent came from the U.K. Canada made up around 6 percent and Australia around 4 percent.
International expansion could help As Ever reach new customers and achieve the growth Meghan discussed with Grede.
Newsweek’s reporters and editors used Martyn, our AI assistant, to produce this story. Learn more about Martyn here.
Contact Newsweek editors on this story: Daniel Orton and Rhian Morgan.
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